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It's also used with the meanings I gave. E.g. I was interested in a special type of business startup loan and was told only "les grandes enseignes" do it - i.e. in this case SocGen, BNP, Creagri, Credit Mutuel ... (not my little private bank though).

For the context you gave us, I think company/business fits better than brand, but perhaps the rest of your text dictates that it is not company, I don't know. I thought I would let you know of the existence of this option.

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Meri Buettner: c'est "positionnement de la marque" - l'enseigne in this case is not "la marque"

30 mins

agree

Steven Geller: This is the terminology that I most often see in the press releases that I translate from French to English to Paris advertising agencies.

4 hrs

disagree

Helen D. Elliot (X): "enseigne" a banner under which several brands (including store brands [MDD]) are sold. Note the reference to the breadth of product selection (assortiment) under the banner; a clear reference to the breadth of product lines

It's also used with the meanings I gave. E.g. I was interested in a special type of business startup loan and was told only "les grandes enseignes" do it - i.e. in this case SocGen, BNP, Creagri, Credit Mutuel ... (not my little private bank though).

For the context you gave us, I think company/business fits better than brand, but perhaps the rest of your text dictates that it is not company, I don't know. I thought I would let you know of the existence of this option.

Thanks very much for your help. All of the answers contained some truth, but yours was the most helpful.
Iris

Peer comments on this answer (and responses from the answerer)

agree

Meri Buettner: enseigne is the "firm or company name" (the company behind a/the brand(s))

6 mins

agree

Guereau: I agree with "business". It has nothing about a "name", you can find such sentences as "produit vendu sous l'enseigne Casino" (or Carrefour or whatever)

2 hrs

-> In my example of the banks, "the big names". And see DPolice's answer.

neutral

Helen D. Elliot (X): The "banner" may belong to an existing company that was purchased in which an interest was purchased along with certain rights, including advertising under that banner. Of course a company may acquires 100% of another such entity. but it's not always syn.

4 hrs

-> Hi Helen, I think you are going off track. I see nothing to do with any purchases. And the enseigne is most commonly the DBA or company name (just having registered 2 here in France)

Agriculture and Agri-Food Canada
Overview of the Retail Grocery Market in
the Mid-Atlantic United State Giant Food Inc. operates a distribution centre in Landover, Maryland, that serves 171 stores within the region, of which 81% are superstores. In the Baltimore/Washington area, Giant Food Inc. controls 27% of the market share and serves a total of 160 supermarkets. Giant Food Inc. currently operates in five states and has annual sales of US$3.8 billion. All stores operate under the banner of Giant Food, with the exception of nine superstores, which are known as Super G. As of January 1, 1999, Giant will be opening four new stores
within the region.

Nikki Scott-Despaigne: Yes, and "company" alone may suffice in other parts of the document. It is sometimes quite right to render a word which remains the same in the original by another (more appropriate) term elsewhere in the same document.

3 hrs

-> agree, as you say, "where appropriate" and I might add, where requested by the client.

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